from e to m in the businesses of the digital era

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  • 8/14/2019 From E to M in the Businesses of the Digital Era

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    GTMJ B* VMJ*IN V@B DRQINBQQBQ MG V@B FIHIVOL BTO

    Wolbnvin Sbvtr Jutbonr, ftf.

    Ol.I.Aruo Rniwbtivy, Goarlvy mg Bamnmjia onf Drinb OfjinivtovimnFbsotvjbnv mg Drinb Ingmtjovimn Qyvbj

    Aotml I dlwf, nm. 44 O, 833232, Ioi,

    Tmjonio

    B*joil5woli.jouotbonrCgboo.roia.tm

    Odqvtoav

    Xb `owbnv `of vijb vm oaamjjmfovb xiv` v`b invbtnbvdobf amjjbtab onf o nbx vba`nmlmhy xowb `o dbhrn vm

    srv iv jotk in v`b drinb otbo v`b jmdilb vba`nmlmhy.Fbolinh xiv` jmdilb vba`nmlmhib, ra` o SFO mt jotv

    s`mnb, v`b jmdilb drinb xowb stmjib ijsmtvonv

    `igv in v`b xoy drinbb otb trn. Oll v`bb hofhbvqmggbt, gmt bpojslb, jmdilb invbtnbv onf oaab mn donkinh

    btwiab, nbx gmtj mg soyjbnv onf o nbx xoy mg

    rnfbtvonfinh v`b amnabsv mg fihivol jmnby, mn*vijb

    nbx onf m gmtv`.

    V`i sosbt i vtyinh vm stbbnv mjb mg v`bb vtbnf onf

    `mx v`b xitblb vba`nmlmhib xmtk in mtfbt vm ijstmwb

    v`b drinb stmabb. Iv i odmrv stmjib onf sbtil mg

    v`b xitblb vba`nmlmhib.

    EBL Aloqqigiaovimn5 L07

    Kby xmtfq5 jmdilb drinb, xitblb vba`nmlmhib,

    fihivol bto

    ?. Invtmfravimn

    V`b invbtnbv vba`nmlmhib dobf amjjbtab `of mnly

    dbhrn vm tbjotk ivblg mn v`b drinb jotkbv onf o nbx

    vba`nmlmhib xowb ossbotbf in mtfbt vm ijstmwb v`b

    drinb stmabb v`b jmdilb amjjbtab. Iv xo mnlyv`b ybot 4333 x`bn o tbsmtv aollbf Xitblb Xbd Xmnfbt

    irbf dy IHI Amnrlvinh [?Z stbfiavbf v`ov hofhbv o

    jotv s`mnb xiv` lothb fisloy mggbtinh v`b aosodilivib

    gmt fovo bnvbtinh onf gmt amjslbp aolarlovimn xmrlf

    dbamjb wbty ijsmtvonv in mrt ligb onf in mrt drinbb.

    Dy v`ov vijb IHI stbfiavbf v`ov in v`b ybot 4334 v`btb

    xmrlf db ?82 jillimn mg ra` jotv s`mnb onf in v`b

    ybot 4331 113 sbmslb xmrlf rb jotv s`mnb. Ojmnh

    v`bj, 11" xmrlf rb jotv s`mnb onf SFO in mnlinb

    amjjbtab.

    In v`b ojb sitiv, in v`b ybot 433? v`btb xo v`b trjmt

    [4Z v`ov dy v`b ybot 4332 xitblb fbwiab xmrlf db rbf

    in ra` otbo o HSQ yvbj, smtvodlb SA, mnlinb fovo

    dob onf fovo jininh, wifbm amjjrniaovimn, gmrnf

    vtongbt, mnlinb dbvvinh, mnlinb mtfbt, fovo vtongbt onf

    m gmtv`.

    X`ov oll v`bb jbon=

    Iv jbon v`ov vill gtmj v`ov vijb mjb `owb dbhrn vm

    jokb ijsmtvonv vbs in v`bb fitbavimn. Gmt bpojslb, in

    RQO sbmslb `of dbbn rinh fbwiab o 1AMJ Solj, @S

    Emtnofo, Amjsoq Obtm, Aoim Aoimsbio in mtfbt vm

    amnnbav vm xitblb nbvxmtk onf vm bnf - tbabiwb bjoil

    mt gmt invbtnbv dtmxinh. V`tmrh` v`b B%VTOFB yvbj

    rbt `of v`b smidilivy vm oaab v`bit donk oaamrnv, vm

    jokb slonb viakbv tbbtwovimn mt vm tbof v`b nbxsosbt.Oll v`bb tbstbbnv v`b gitv vbs mg jmdilb amjjbtab.

    Drv v`inh `owb a`onhbf inab v`ov vijb. Nmx xb otb

    rttmrnfbf dy oll kinf mg joll hofhbv aosodlb vm stmab

    jra` jmtb fovo v`on o nmv m mlf SA. Gtmj lothb tbvoil

    vmtb vm infiwifrol v`b xmtf mg foy i xitblb (mt db

    jmdilb). In v`i vtmnh amjsbvivimn v`b nbx stinaislb i

    db qriak mt db mrv mg v`b jotkbv; onf xb oll otbgmllmxinh v`i stinaislb. V`b qriakbt ymr oaab v`b

    ingmtjovimn v`b dihhbt ymr otb mn v`b jotkbv. Rnfbt v`bb

    aitarjvonab iv i oll odmrv v`b xitblb fbwiab. V`btb

    otb jony sosbt stbbnvinh v`bb xitblb vba`nmlmhib.

    Mrt inivioviwb i vm jokb o `mtv tbwibx mg v`b jmv

    ijsmtvonv mnb onf vm amnnbav v`bj vm v`b jmdilbdrinb xmtlf.

    4. Xitblbqq Vba`nmlmhibqon mwbtwibx

    Onviaisovinh v`b joiwb fbwblmsjbnv mg xitblb

    vba`nmlmhib, in 433? Jotk Dtbhjon, hbnbtol jonohbt mg

    IDJ, oif [1Z5v`b xitblbqq s`bnmjbnmn iq odmrv vm qvotv

    on oaablbtovimn mg v`b b*drqinbqq htmxv`.Xitblb vba`nmlmhy tbstbbnv o vba`nmlmhy xiv` o

    sbavoarlot htmxv`, o vba`nmlmhy x`ia` ollmx sbmslb vm

    oaab nbvxmtk onf btwiab xiv`mrv v`b nbbf mg aodlb

    amnnbavimn. V`i vba`nmlmhy sloy on ijsmtvonv tmlb in

    vmfoy xmtlf amjjrniaovimn. V`b nbx hbnbtovimn mgxitblb fbwiab ollmx oaab vm fovo onf ingmtjovimn

    (vbpv, orfim mt wifbm alis, invbtoaviwb jbfio mt

    `ysbtjbfio) v`ov otb vmtbf in amjsrvbt oll mwbt v`b

    invbtnbv.

    Mnb mg v`b ijsmtvonv amjsmnbnv mg v`b xitblb

    amjjrniaovimn i XOS (xitblb ossliaovimn stmvmaml).

    Blbavtmnia drinb rb amtflb fbwiab o XOS rssmtv

    in mtfbt vm oaab alibnv fovo, vm hbv jotkbvinh fovo onfvm ginf btwiab onf stmfrav gtmj rsslibt onf vtofbt.

    O dihhbt ijsoav in v`b almb grvrtb i stmjibf dy onmv`bt

    xitblb vba`nmlmhy5 XiGi (Xitblb Gifblivy). XiGi i o

    mailto:[email protected]:[email protected]:[email protected]:[email protected]
  • 8/14/2019 From E to M in the Businesses of the Digital Era

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    vba`nmlmhy v`ov ollmx r vm hm liwb mn v`b nbv xiv`mrv v`b

    nbbf mg aodlb, hiwinh v`b gtbbfmj vm jmwb in v`b `mrb

    xiv`mrv lmminh amnnbavimn mt v`b smidilivy vm off jmtb

    rbt in v`b nbvxmtk xiv`mrv v`b nbbf mg tmrvbt mt `rd.

    XiGi i o xitblb vba`nmlmhy v`ov lmmk oljmv v`b ojb

    o v`b jmdilb vblbs`mny vba`nmlmhy onf iv xmtk dobf mn

    o bv mg vonfotf irbf dy Invivrvb mg Blbavtiaol onf

    Blbavtmnia Bnhinbbt (IBBB)[6Z. V`b amnnbavimn dbvxbbn

    o SA onf v`b srdlia nbvxmtk i smidlb mnly ig v`bamjsrvbt `o o XiGi Abtvigibf Tofim (o SA aotf mt o

    ijilot fbwiab)[2Z.

    Ig XIGi i jmtb rivodlb vm db rbf inifb drilfinh,

    onmv`bt xitblb vba`nmlmhy i sbtgbav vm db rbf mrvifb,

    ov o jbvtmsmlivon lbwbl. V`i vba`nmlmhy `o iv mtihin in

    Qsoin [7Z, i aollbf XiJop onf iv vonf gmt Xmtlfxifb

    Invbtmsbtodilivy gmt Jiatmxowb Oaab [8Z. XiJop, olm

    knmxn o IBBB 034.?7b vonfotf (onf v`b rdbqrbnv

    mnb) xmtk mn LMQ (Linb mg Qih`v) osstmoa` mt bwbn nmn

    LMQ [0Z, mggbtinh o ?33 Jds vtongbt tovb [9Z. V`b

    XiJop jotkbv i o stmjiinh mnb5 iv i bvijovbf v`ov dy

    4339 oljmv 93" mg v`b jotkbv xill db amwbtbf dy

    XiJop abtvigibf stmfrav [?3Z.Ov v`b bnf mg v`b ybot 4334 onmv`bt vba`nmlmhy ossbotbf.

    Iv xo UihDbb, o vba`nmlmhy x`ia` i nojbf ogvbt v`b

    uih*uoh fonab mg v`b dbb v`bit amjjrniaovimn yvbj, o vba`nmlmhy v`ov lmmk v`b ojb o Dlrbvmmv`, drvboibv onf xiv` o lmxbt vtongbt tovb [??Z. V`bb

    stmsbtvib `bls o UihDbb bnmt vm xmtk jmtb v`ov 7

    jmnv` mt bwbn o ybot mnly xiv` 4 OO dovvbtib.

    Drv stmdodly v`b jmv stmjiinh vba`nmlmhy i TGIF

    (Tofim Gtbqrbnay Ifbnvigiaovimn). O o fbginivimn gmt v`i

    amnabsv, TGIF tbstbbnv on orvmjovia ifbnvigiaovimn

    vba`nmlmhy x`ia` aon db rbf in mtfbt vm mdvoin v`b

    blbavtmnia ifbnvivy mg o sbaigia mdebav mt blbjbnv [?4Z. Mt,

    in o ijslb onf amjstb`bniwb jonnbt, TGIF i v`b

    invbtnbv mg v`inh [?1Z. V`i vba`nmlmhy `o v`b aosoaivy vm

    ifbnvigy boa` stmfrav (rinh o TGIF voh) onf vm mdbtwb iv

    o iv jmwb v`tmrh` v`b wolrb a`oin [?6Z onf iv i

    inatboinhly rbf in rssly a`oin jonohbjbnv,

    xotb`mrb jonohbjbnv, tbvoil amjjbtab, s`otjoabrviaol

    infrvty, stmsbtvy bartivy, blbavtmnia soyjbnv yvbj

    onf m gmtv`.

    Drv v`b ossliaovimn mg v`b xitblb vba`nmlmhib otb

    mwbtvokbn v`b lijiv mg mrt v`mrh`v. Mn Ostil 40v`

    v`i

    ybot V`b Bamnmjiv johouinb aojb mrv xiv` o sbaiol

    tbsmtv mn vblbamj stbbnvinh mjb mg v`b nbxbv

    ossliaovimn mg v`i vba`nmlmhy. @btb xb gmrnf mrv v`ov

    v`btb otb vba`nmlmhib v`ov goailivovb v`b amjjrniaovimn

    dbvxbbn joa`inb; o v`b xtivbt i oyinh, v`i joa`inb*vm*joa`inb amjjrniaovimn aon vokb jony gmtj, gtmj

    ofwonabf rvilivy jbvbt v`ov stmwifb tbofinh in tbol vijb

    vm atbfiv*aotf vbtjinol ov `ms onf tbvortonv [?2Z. Onf

    bwbn jmtb, v`btb otb xitblb fbwiab sloabf in `rjon o

    o jbon mg ifbnvigiaovimn onf soyjbnv onf xitblb

    jbfiaol fbwiab v`ov jbortb dmfy grnavimn onf vtonjiv

    v`b ingmtjovimn gtmj v`b kin rtgoab mt gtmj inifb v`b

    dmfy [?7Z (jmtb mn v`i vmsia5 v`b DON Dmfy OtboNbvxmtk vba`nmlmhy).

    V`bb otb mjb mg v`b xitblb vba`nmlmhib x`ia` otb

    stbbnv mn v`b jotkbv onf stmjib v`b tb`osb mg v`b xoy

    v`b drinb otb v`mrh`v onf jofb. Bwbn iv mrnf stbvvy

    aotty, v`i i v`b mrnf mg v`b grvrtb.

    1. Db Jmdilb drqinbqq

    Jmdilb drinb mt j*drinb tbstbbnv o gmtj mg

    blbavtmnia drinb x`ia` rb xitblb fbwiab in mtfbt vmamnnbav vm invbtnbv.

    V`b ijsoav mg v`i nbx gmtj mg fminh drinb mn v`b

    jotkbv i `rhb. Mn D4A jotkbv, j*drinb xill lbof vm

    v`b htmxv` mg v`b alibnv amjjmfivy. Ijohinb ymrtblwb

    rinh ymrt jmdilb s`mnb in mtfbt vm jokb v`bovtb

    tbbtwovimn mt siuuo mtfbtinh. Bwbn jmtb, nmv erv

    mtfbtinh srv olm soyinh gmt v`b hmmf ymr okbf. Xb otb

    bnvbtinh v`b ohb x`bn v`b jmdilb s`mnb xill db

    inatboinhly rbf in ra` mnlinb vtonoavimn.

    Mn D4D jotkbv, oll v`bb xitblb fbwiab tbstbbnv o

    `rhb mssmtvrnivy gmt drinbb. Gmt bpojslb, rinh

    SFO olb sbmslb aon oaab fovo dob mg stmfrav onf

    aon irb mtfbt x`ilb dbinh mn v`b giblf. Onmv`bt bpojslbi fitbav ofwbtviinh, dobf mn v`b lmaovimn mg v`b jmdilb

    fbwiab.

    V`b xitblb vba`nmlmhy i m ijsmtvonv v`ov mjb

    orvmjmdilb jonrgoavrtb o Vmymvo (bb Vmymvo Ingm

    Vba`nmlmhy Am. Lvf.) drilf fiwiimn fbfiaovbf vm

    xitblb vba`nmlmhib in mtfbt vm bqris v`bit aot xiv`

    xitblb aosodilivib.

    Jmdilb amjjbtab tbstbbnv o nbx gmtj mg blbavtmnia

    amjjbtab x`ia` rb jotv, joll onf jmdilb `otfxotb

    fbwiab amnnbavbf vm Invbtnbv. V`b jmdilb amjjbtab

    amnabsv `o jony fbginivimn. Oaamtfinh vm

    jmdilbingm.amj v`b jmdilb amjjbtab tbstbbnv ony gmtj

    mg blbavtmnia vtonoavimn mt mg invbtoavimn xiv` ingmtjovimn

    x`ia` rb o jmdilb fbwiab onf o jmdilb nbvxmtk, onf in

    v`i jonnbt atbovinh tbol vtongbt mg wolrb frb vm

    ingmtjovimn, btwiab mt hmmf invbta`onhb.

    Gihrtb ? S`ob mg soyjbnv vtonoavimn jofb xiv` o jmdilb fbwiab [?8Z

    Qmrtab5 Fbonq, S., Aonfonab, B*Amjjbtab onf J*Amjjbtab

    Vba`nmlmhibq,

    ITJ Stbqq, 4332, ss.79

    Gtmj onmv`bt sminv mg wibx v`b jmdilb amjjbtab i v`b

    blbavtmnia amjjbtab xiv` v`b rb mg on blbavtmnia jmdilb

    fbwiab. In o jmdilb amjjbtab vtonoavimn oll v`b s`ob mt

    ov lbov mnb i dobf mn o jmdilb fbwiab, x`ia` aon db o

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    jmdilb s`mnb, o SFO mt onmv`bt hofhbv. Gmt bpojslb, o

    soyjbnv vtonoavimn aon db irbf rinh o jmdilb fbwiab,

    aon db oivbf dy iv mt aon db amnfravbf amjslbvbly rinh

    v`i fbwiab. In v`b bp`idiv ? xb stbbnv oll v`b s`ob mg

    soyjbnv vtonoavimn jofb xiv` o jmdilb fbwiab.

    V`b jmdilb amjjbtab i amnifbtbf vm db o rdbv mg v`b

    blbavtmnia amjjbtab. V`b j*amjjbtab i vtiavly lijivbf

    vm v`b jmdilb vblbamjjrniaovimn nbvxmtk x`ia` otb

    oaabbf v`tmrh` xitblb fbwiab o jmdilb s`mnb,SFO mt nmvbdmmk.

    V`b tblovimn dbvxbbn jmdilb drinbb, b*amjjbtab onf

    jmdilb*amjjbtab i fbatidbf in v`b bp`idiv dblmx.

    Gihrtb 4 V`b tblovimn dbvxbbn jmdilb drqinbqqbq, b*amjjbtab onf

    jmdilb*amjjbtab [?0ZQmrtab5 Voxgik, E., Oldtba`v, B., Qvtovbhibq gmt b*Drqinbqq. Wolrb v`tmrh`

    Blbavtmnia onf Jmdilb Amjjbtab

    (Amnabsvq onf Aoqbq), Stbnviab @oll, 4332, s.2

    V`b jmdilb amjjbtab ossbotbf frb vm v`b nbbf mg

    ovigyinh mjb mg v`b drinb sbmslb tbqrbv, sbmslbx`m otb olxoy mn v`b trn onf nbbf vm `ms mt nbbf vm

    oaab ingmtjovimn drv tbol gov. Amnifbtinh v`bit giblf

    mg oaviwivib onf v`bit grnavimn v`b jmdilb amjjbtab

    ossliaovimn aon db aovbhmtiubf o gmllmx5

    * ossliaovimn gmt oaabinh ginonaiol btwiab (jmdilbdonkinh, jmdilb dtmkinh, jmdilb ao`, jmdilb

    soyjbnv);

    * ossliaovimn gmt bwbty foy amjjbtab (jmdilbtbvoilinh, jmdilb viakbvinh, jmdilb oravimn, jmdilbtbbtwovimn);

    * ossliaovimn gmt ofwbtviinh (sbtmnoliubf vbpv mtorfim-wifbm alis bnv vm jmdilb fbwiab);

    * ossliaovimn gmt bnvbtvoinjbnv (jmdilb hojinh,jmdilb jria, jmdilb wifbm).

    V`btb otb olm mjb ofwonabf ossliaovimn mg jmdilb

    amjjbtab5

    * sminv*mg*srta`ob a`bakmrv (bp. Arvmjbt otbollmxbf vm aon v`b fbitbf stmfrav dy v`bjblwb; ov

    v`ov vijb jmnby otb orvmjoviaolly xiv`ftoxn gtmj

    v`b arvmjbt donk oaamrnv);

    *

    amrsmn fmxnlmofinh (gtbb amrsmn fmxnlmofinh gtmjxbd);

    * jotkbvinh onf stmjmvimn bota`bt (xbd bota`inhgmt oll kinf mg stmjmvimn);

    * xitblb fbdivinh - blbavtmnia xollbv.6. Amnalrqimnq

    Xb `owb vm oaabsv v`ov iv xo o wbty qriak mwbtwibx mwbt

    v`b xitblb vba`nmlmhib onf jmdilb drinb amnabsv.

    V`btb otb jony mv`bt invbtbvinh ingmtjovimn mn v`b oit.

    Gmt v`mb x`m otb tbbota`inh mn v`bb vmsia xb vtmnhly

    rhhbv vm tbof jmtb mn TGIF amnabsv drv olm odmrv

    mv`bt xitblb vba`nmlmhib nmv jbnvimnbf in v`i sosbt o

    @mjb Tofim Gtbqrbnay (@mjbTG), lobt vtonjiimn,

    Jmdilb Dtmofdonf Xitblb Oaab (JDXO),

    rlvtoxifbdonf (RXD) mt Xidtbb (o vba`nmlmhy stmjmvbf

    dy Nmkio amtsmtovimn x`ia` i hminh vm db inamtsmtovbf in

    oll v`b fbwiab v`ov otb vmm joll vm inamtsmtovb o

    Dlrbvmmv` a`is [?9Z).Onmv`bt invbtbvinh rdebav mg jmdilb ligb i jmdilb

    Hmwbtnjbnv xiv` v`b dmvvmj*rs osstmoa`, jmdilb

    Fbjmatoay. Xiv` mv`bt xmtf i odmrv bvodli`inh v`b

    tblovimn dbvxbbn aiviubn onf orv`mtivib (abnvtol onf lmaol

    ofjinivtovimn) v`tmrh` jmdilb fbwiab (v`ink odmrv

    jmdilb blbavimn mt jmdilb vop soyjbnv onf m gmtv`).

    Drv o o ifb bggbav, xb `owb vm amnifbt osbav likb

    fihivol fiwifb (mt jmdilb oaab fiwifb), v`b tik mg lmminh

    ifbnvivy (mt ifbnvivy v`bgv) onf nbx xoy mg aydbt atijb.

    In v`b bnf, xb `owb vm oaabsv v`ov, bwbn m, v`b jmdilb

    vba`nmlmhib dbhrn vm amnvtml jmtb onf jmtb sbmslb. O

    Onftbx Dtmxn, o jmdilb amjsrvinh sbaioliv, oif [43Z5

    iv iq tbolly xmnfbtgrl v`ov xb aon xmtk onyx`btb onfonyvijb, drv rnfbt qra` aitarjqvonabq xb `owb vm db v`bmnb vm jokb onf vm tbqsbav qmjb trlbq. Iv i odmrv trlbjofb in mtfbt vm jokb o fivinavimn dbvxbbn drinbb

    onf maiol ligb.

    Tbgbtbnabq

    [?Z %%%, AbDIV 4333Niai m ogoabtb n ogoto invbtnbvrlri,SA Johouinb, Joy 4333

    [4Z Kmtsbt, Q., Blli, E., b*Amjjbtab Dmmk. Drilfinh v`b b*

    Bjsitb (Oaofbjia Stb, 433?)

    [1Z %%%, Wiivmtrl Fihivol, SA Johouinb, nmibjdtib 4333

    [6Z Jrllbt, N. E., Xi*Gi gmt v`b Bnvbtstiqb (JaHtox*@ill

    Stmgbimnol Srdli`inh, Dloakliak, 4331)

    [2Z %%%, V`b Xi*Gi Ollionab, ov `vvs5--xxx.xi*gi.mth,

    tbvtiwbf mn 32.??.4337

    [7Z Amnvi, E.S., V`b lmnh tmof vm XiJOP * xitblb JON

    vonfotf,IBB Tbwibx, Wmlrjb 2?, Irb ?3, Mav. 4332

    [8Z Amnvonvinbar, T., Vblbgmnrl gt git$ nr joi b fbjrlv fmot rn ema ol amsiltibi. n arto xitblb avihrviliuovmtrl, bGinonab, ostilib 4332

    [0Z Einfol, Q., Einfol, O., Hrsvo, N., Htmrsinh XI*JOP,

    1H onf XI*GI gmt xitblb dtmofdonf, V`b Gitqv IBBB onf

    IGIS Invbtnovimnol Amngbtbnab in Abnvtol Oqio mn

    Invbtnbv, 4332, 47*49 Qbsv. 4332

    [9Z Lionh`on, J, Fmnhyon, E., V`b Amjsbvivimn onf

    Ammsbtovimn mg XiJOP, XLON onf 1H, V`b 4nf Invbtnovimnol Amngbtbnab mn Jmdilb Vba`nmlmhy,

    Ossliaovimnq onf Qyqvbjq, ?2*?8 Nmw. 4332

    [?3Z Db`jonn, G., Ijsoav mg Xitblb (Xi*Gi, XiJOP)

    mn 1H onf Nbpv HbnbtovimnOn Iniviol Objbnv, V`b IBBB Invbtnovimnol Amngbtbnab mn Blbavtm Ingmtjovimn

    Vba`nmlmhy, 44*42 Joy 4332

    [??Z Bwon*Srh`b, A., Duuuu uuu * UihDbb xitblb

    vonfotf,IBB Tbwibx, Wmlrjb 69, Irb 1, Jota` 4331

    [?4Z Q`mtby, T., Ononfo, O., A on, J. A, Xbi, V. M.

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